The Forgotten Middle in Women’s Sport
The investment conversation in women’s sport often defaults to the same two places. The elite level, where the spotlight is. And grassroots, where the story is easy to tell.Both matter. But…
The Most Valuable Investment in Women’s Sport: Authentic Athlete Voices
At the Women’s Sport Trust, we champion elite female athletes because they are the heartbeat of transformation in women’s sport. They don’t just play the game; they shape culture, spark conversations, and connect fans to something bigger than sport. Beyond record audiences and landmark sponsorships, it’s their voices and leadership that drive lasting change. Authenticity is the most valuable investment in women’s sport, and this article explores why.
Built by Athletes: Investing Intentionally in the Player-Fan Connection
At the final day of the Women’s Super League (WSL) season on Saturday, I spoke on a panel at Chelsea where we touched on just how important players are, not only…
Translating bold forecasts into sustainable returns – without losing sight of what makes women’s sport valuable
Women’s sport is no longer just a values-driven play – it’s delivering real business returns. In fact, 86% of sponsors we spoke to reported that their investments in women’s sport met…